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Email MarketingEssentials
2020 BEST PRACTICES WITH SCORE MENTOR CRAIG MALMLOFF
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Agenda
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Intro
Email Lists
Email Design
Email Timing
Email Measurement
Email Marketing Plan & Case Study
Email Service Providers
Getting Started & other sources of info
Q & A
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A Part of an Overall Digital Strategy
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Previous Webinars
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Marketing & Email
4 P’s of Marketing
Product Place
Price Promotion
List Design
Timing Measure
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List
Timing
Measure
Design
Email addresses from various sources segmented and organized
Subject Line, Preheader, Layout, Content and Call To Actions (CTA’s)
Time of week and day sent as well as frequency
Subscribers, Open Rates, Click-Throughs, Bounces = Test, Learn & Repeat
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Email Lists
List Building◦ Customers (New/Existing)◦ Events (Tradeshows, Giveaways, Surveys, Mailings)◦ Website/Content (how to’s, templates, newsletter)◦ Purchased
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Email ListsSegmentation◦ Type / Location◦ Industry / business◦ Demographics
Know Your Audience ◦ Promotion Driven◦ Seasonality◦ Website: Mobile/Tablet/Desktop; iOS/ Android; Email provider: Gmail/Outlook/Yahoo
Maintain◦ Continually segment◦ Remove hard bounced / inactive addresses
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Email Lists ExamplePublic Library referenceusa.com consumer/business address database
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Email Lists ExampleSegment the list further for highest value customers based on your known audience or product.
From 3,000 to 1,500 contacts
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Email Lists Example
Direct mail postcard targeted promotion to segmented list with online registration
◦ Cost range is $0.30 to $0.70 per◦ Response Rate is 1% to 9%
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Purchase email addresses/email campaign
◦ Cost range is $0.18 to $0.40 per◦ Response Rate is 1% to 3%
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Email Lists Example
100 customers provide their information and email addresses from direct mailer.
Add to overall contact list, tag with “direct mail”
Create segmented list: 5-1-20DM-OptIn
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Email Lists Poll
Best way to get email addresses?A.) Customers (New/Existing)B.) Events (Tradeshows, Giveaways, Surveys)C.) Website/Content (how to’s, templates, newsletter)D.) Purchased E.) First 3 (A, B & C)
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Email Design
◦ From/Subject Line/Preheader◦ Graphics/Photos◦ Text Content◦ Links / Call To Actions◦ Name/Physical Address/Unsubscribe (CAN-SPAM)
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From / Reply◦ Name of Business
Subject Line◦ Short and Specific (9 words to 60 Characters)◦ Personalization - Names/Emoticon◦ Spam Avoidance (All Caps, Red, !!!)
Preheader◦ Expand upon Subject Line like a tagline◦ Short and Specific (30 to 80 Characters)
Email Design
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Email DesignGmail Desktop
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Gmail Mobile (Android)
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Email DesignGraphics & Photo Sources
Canva.com Pxhere.com
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Email Design
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Templates◦ Mobile First / Responsive Design◦ Google search and review your specific category◦ Modify to what you need
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Email Design
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Call To Actions
◦ Keep it simple and short◦ Action oriented◦ Above fold/scroll◦ Button in contrasting color
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Email DesignEmail Text Content in Minutes
◦ What are you offering? How will it help the receiver? What do you want them to do?◦ Alliteration - 5 fast fixes for customer service frustration / 7 simple solutions to save◦ Allusions – Best. Deal. Ever. / Sweet dreams are made of cheese◦ Rhyme - 4 travel must-haves to buy before you fly◦ Entertain, Warn or Inform – Share knowledge. Try different tones
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Email DesignEmail Text Content in Minutes
◦ Utilize existing content as or re-worded◦ Subject line first then come back to it.◦ Preheader pull the receiver in to clicking on the email, like a tagline.◦ Picture/image that supports the message ◦ Paragraph with 50-200 words about one thing.◦ Call To Action button with short urgency oriented text.
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Email DesignCAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography And Marketing)
◦ Accurate business name◦ Valid physical postal address◦ Easy opt out of receiving future emails and honor requests within 10 business days◦ Single violation the FTC can fine you $16,000
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Email Design Poll
Most important part of an email?
A.) Unsubscribe
B.) Graphics & Photos
C.) Subject Line
D.) Calls To Actions
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Email TimingDo Your Research & Test Your Audience (B2B vs B2C)◦ Day Starting Point – Tuesday & Thursday◦ Time Starting Point – After 8:00am & 1:00pm local time◦ Frequency Starting Point – Once a week
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Email TimingB2B Trade Show Event Email Automation Campaign
◦ Timing: Tuesday Morning, Thursday Afternoon, Sunday Evening, Friday Morning◦ Frequency: 60 days before, 14 days before, 3 days before, During and 7 days after
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Email Measurement
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Test, Learn & Repeat with Your Audience
◦ Segmented Subscribers – More segmented greater opportunity to hit target ◦ Open Rates – Starting Point 15% to 25%◦ Click-Throughs – Starting Point 1% to 3%◦ Bounces – Starting Point 0.1% to 0.5%◦ Unsubscribe - Starting Point 0.1% to 0.3%◦ Test, Learn & Repeat
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Email Measurement
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Email Timing & Measurement Poll
What is the best time to send an email?
A.) Tuesday at 8am EST
B.) Thursday at 1pm CST
C.) Friday at 5pm PST
D.) Depends on “Your” Audience
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Email Marketing PlanGoals: Awareness, Engagement, Conversion
Type of Relationship: Anonymous, Customer/Client, Community, etc
Type of Content: New, Expert, Story, Transactional, Promotional, etc
Approach: Bulk, Journey, Personalization/Segmentation
Metrics: Subscribers, Open Rates, Click-Throughs, Site Traffic, etc
Test, Learn & Repeat
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Email Marketing Plan Case StudyGoals: Awareness
Type of Relationship: Customers
Type of Content: Promotional
Approach: Bulk
Metrics:
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Sends Opens Clicks Bounces Unsubscribes
500 102 2 25 3020% 0.4% 5% 6%
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Email Marketing Plan Case StudyFocused Message, Segmented & Cleaned list
Goals: Awareness
Type of Relationship: Customers
Type of Content: Promotional
Approach: Bulk
Metrics:
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Sends Opens Clicks Bounces Unsubscribes
125 26 7 1 020% 6% 0.8% 0%
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Email Marketing ProvidersEvaluate your needs:
# of contacts
# of emails want to send
Technical expertise
What else do? (Landing Pages/Registration, Surveys, Donations/Online Store)
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Many other options…Contacts 200 2,000
Emails Unlimited 10,000 per month
Surveys & Websites Yes Yes
Ease of Use Easy Medium
Cost $20 per month Free As of 5/1/2020
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Email Marketing Get Started
Dedicate a person responsible
Have another (or team) that helps create/review content
Take a course to learn more
Dedicate the time
Take the Leap
Test & Learn
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Email Marketing Information Sources
Litmus - https://litmus.com/resources
Campaign Monitor - https://www.campaignmonitor.com/resources/
Really Good Emails - https://reallygoodemails.com/
Google Postmaster (Gmail specific) - https://postmaster.google.com/
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Email Marketing Essentials TakeawaysPart of an overall digital marketing plan
Know “Your” customers and segments
4 Keys – Lists, Design, Timing & Measure
Test, Learn & Repeat
Remember to schedule a free one hour phone or video mentoring session at Indianapolis.score.org
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Questions & Answers
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